Getting a Foot in the Electronic Door: The Process of Reading or Deleting Electronic Mail

Abstract

For researchers, a key issue in developing electronic mail as a survey method is to understand what factors are at play as a potential respondent chooses to open or delete a mail message. This research investigated the process by which individuals make decisions about opening and reading versus deleting electronic mail and also assessed attitudes toward electronic mail surveys. The sample received an electronic mail message followed by a telephone interview. Results indicated that individuals delete mail when the subject line does not interest them or when they do not recognize the name of the individual sending the e-mail. Those interviewed reacted favorably to e-mail surveys for scientific research despite issues of anonymity. However, respondents overwhelmingly described a dislike for commercially based electronic mail surveys.